As I’m working on a marketing plan for a client, it strikes me how these five words can strike fear and doubt into so many executives - “How do you define yourselves?”

It is a painfully simple question, but the answer is so important.

Many hours can be spent on this question. In workshops, when I ask this question, the initial answer client’s give is often the most honest. Someone in the room inevitably blurts out the answer, and I write it down. Then someone else inevitably adds that the first definition is too limiting, and provides a different definition. Often a much broader one.

To give an example, I once worked at a very large company where the executive in charge decided how to define our business. His definition was the equivalent of defining a bakery as a “flour, water and eggs mixed together and baked for 12 minutes” business. Much easier to say, “We are a bakery.” His answer created confusion. Customers wondered what we were talking about.

Why all of the confusion? Many people, and companies, want to appear to be more than they are. They get caught up in internal thinking, strategic thinking and politics.

For lack of a clear definition, companies broaden their definition to a higher level in an attempt to cast a larger net. As with my example, this only ensures that no one will have any idea what they are speaking about.

So is this a complex question? It does need to be. Customers are looking for a simple answer. They are tired of trying to sort out what companies actually do versus what their Web site says. Give them a break - give them the simple answer. Save the complexities for internal documents.

One obvious question lies in waiting - how do you define yourself, or your business? If you are using more than ten words to define yourself, then you should do some editing. Write back to me and tell me your definition.

-Steven Halling, President

Volunteer Spotlight: Vic Beck

Shortly after being unanimously nominated for a second term as Vice President of Communications for the Boston Chapter of the American Marketing Association, Vic Beck had informed the Board of Directors that he had been called into active duty as a Navy Captain (Public Affairs Officer).

His job is to be the US military’s spokesman to the 1500 Arab media outlets based out of Media City in Dubai. In his words, “It is an interesting and challenging job, but the most difficult thing by far, is the separation from my family.”

I know I speak for everyone on the Board of Directors as well as our entire body of Members, when I say, we are all very proud and grateful for the service and sacrifice Vic is giving to his country. We look forward to your safe return to Boston!

Last week Vic sent us a letter from Baghdad and has given me permission to share it with you:

150 Days – An Update from Vic Beck
In Baghdad, Iraq
January 25, 2008

So much has happened in Iraq since my last update only a couple months ago. There never is a shortage of news and information coming from Iraq however, with the decrease in violence, there are many days when we are not front page news in the U.S. (this is a good thing). Here are just a few statistics that are telling:

• From June to December 2007, the number of overall attacks have decreased roughly 60%.
• Civilian deaths are down 75% from a year ago and are now at a level not seen since the beginning of 2006.
• The number of Coalition Force losses is down substantially, though each one reminds us of the sacrifice that made progress possible in 2007.
• High profile attacks (car bombs, suicide car bombs and suicide vest attacks) are down 60% since its height in March 2007.
• With the help of local Iraqi citizens, in 2007 we more than doubled the amount of weapons caches found in all of 2006. While this has seriously degraded the enemy’s ability to conduct attacks, al-Qaeda still has the capacity to conduct horrific attacks against Iraqi citizens and Coalition Forces. 2008 will be an important year in Iraq and we’re hoping to achieve many milestones.
• We are working to transfer more provincial security control to the Iraqi Security Forces. There are 18 provinces and we have transferred provincial control for security back to the Iraqis for nine so far.

For me personally, I just finished a work marathon – 150 days straight of 17-18 hour days. I arrived in Belize yesterday for R&R. My wife and kids arrive tomorrow and we’ll be relaxing on the beach together for two weeks (and watching the Super Bowl at a beach sports bar at a reasonable hour – Iraq is eight hours ahead of Boston time). Then I’ll head back to Iraq and finish my year-long tour on April 24. More soon, but I won’t be thinking much about the war for the next two weeks.

Best,
Vic

Captain Vic Beck, US Navy
Chief of Media Operations
Multi-National Force-Iraq
Strategic Effects/Communications Division